GROUP 4

 Brands which use internet not as a channel but as a Business  They rely almost exclusively on electronic media to conduct their business transactions.  Example  Yahoo  eBay  Naukri.com  MakeMyTrip

 Launched it’s operation from US  Indian market was not ready  Positioned itself as a niche player  Targeting US to India travel market  Launched India operations in 2005  Low cost carriers had made air travel cheaper  Airlines moved to e-ticketing  Young Indians with more disposable income  Internet penetration was increasing

 Comprehensive online travel site  Emphasis on technology and supplier relations  Does not depends on revenue generated from selling advertisements space  90% sales online  Would grow by 25% for the next five years

 Target Group  Married metro male in the age group of years  Monthly household income of over Rs. 30,000  Internet-savvy with usage beyond  Value Propositions  Lowest Fare  Convenience  Instant Booking and Delivery  End To End Travel Solutions

 Communicate Online one-stop-shop for travel requirements of consumers  Communicate a strong proposition and deliver consistently on the promise  Build excitement through every customer contact  “If you find a lower fare we pay the difference” — was designed to serve the purpose of grabbing the attention.

TV  Nothing is more attractive than MMT offer  Smart “new kid on the block” personality was to be communicated  Two English news channels (NDTV, CNBC), four Infotainment channels (National Geographic, Discovery, Discovery Travel and Living, AXN), two English movie channels (Star Movies, HBO), one Hinglish entertainment (Star One), and one Hindi movie channel (Zee Cinema). Print  To continue the excitement created through TV advertisements.  Block the strip position at the bottom of the page to build on the rock bottom prices theme.  City-relevant offers were to be used to gain traction on the website. Internet  Launch with high visibility properties like frame-spot at the bottom of the page, and page-tear.  Avoided the placing of advertisements on the website as it might distract visitors from their main objective of searching or booking travel products Outdoors  Live promotion themes were planned with the help of people with banners to carry on the Launch TVC at Airports.

 Advertising budget of Rs 30 million.  40% TV + 30% Internet, 5% Outdoor, 5% Print, 5% Below The Line (BTL) Advertising, & 15% Analytics, Public Relations (PR),  Short Commercials (20s ads) Highly Targeted Channels (TG oriented)

 Excitement through new promotional offers.  Customer loyalty  tie up with I-mint, visa-kingfisher  Super Saver Program – Savings while booking  Super Tripper Offers – Rewards like ICICI Lombard free baggage insurance and free personal insurance with purchase of air tickets  Viral Campaign like “ wish, click & go ”.

 High value to customer >>>  Lowest fare available  Convenience (24x7, instant booking)  Accessible  One-stop-shop  Price to customer was low

 Best fares  Reliable  Exciting  Tech-savvy  Ease of use (for e.g. no ads placed on site)  24x7  Competence  Personality Trait: smart new kid on the block

 Dependable  Service Quality: High  Price: Highly competent  High in consideration set.

 Complete travel solutions  Young  Dynamic

 More challenging to build trust for an online brand  Securing alliances with other players is very important.  Maintaining constant momentum and excitement.  Frequency of changing offers is high  Good PR more important than advertising.  Service quality has to be maintained high all times.

 Can personalize the experience of each user  Information availability is high.

Thank You